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Depending on the kind of product being promoted determines the promotion strategy used by Walt Disney Company. However, advertising is the most used, readily observed and
THE WALT DISNEY COMPANY5prominent strategy used. The marketing communications mix Disney uses involves the tactics and strategies of direct selling, public relations, sales promotion, sponsorship and advertising. A major contributor to Disney’s marketing communication effectiveness is advertising. Disneyland tickets. The company uses catchy taglines like “where dreams come true” and “the happiest place on earth” because the customers are attached to these taglines. The additional Ps of the Walt Disney Company has been addressed by constructing its own University. All employees must attend and complete all the courses at the University beforebeing allowed to work at Disney. The customer service at Disney is known as the best in the world. Disney University emphasizes two key points: “The front line is the bottom line, and, “It’s 10 percent product and 90 percent service,” (Service, 1997). “Programs reflects all the firm’s consumer-directed activities. Performance to capture the range of possible outcome measures that have financial and nonfinancial implications…” (Kotler, Keller, p. 27). “Processes reflects all the creativity, discipline, and structure brought to marketing management” (Kotler, Keller, p. 26). How a service is delivered to customers at Disneyland willbe influenced by the processes. This includes the processes of delivery and the first contact with customers, preparation, administrative procedures and evaluation. Explain the Organization’s Mission. Provide its Mission Statement or Create One If NecessaryThe Walt Disney Company’s mission statement is “to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.” This statement is a combination of the vision statement and the mission statement which is the
THE WALT DISNEY COMPANY6corporate statement. The vision statement is a business target for the future. The corporate mission statement is about what the business does. If the need arises Disney can change its corporate mission statement to suit the needs of the business. Leadership in the amusement parks, mass media industries and entertainment are highlighted in the company’s official corporate statement. Furthermore, the Disney theme parks have a mission statement designed specifically for the employees who work there. The Disney stores have a mission statement also,which they refer to as their “vision.” “Create magical moments for guests of all ages.”One thing the leadership at Walt Disney Company understands is that the strength of the company does not rest exclusively on the power of its mission but also on its mission statement.